Greggs installs WiFi across all stores

Bakery retailer Greggs is to install wireless broadband access in all of its 1,571 stores across the UK.

Following a deal with WiFi provider The Cloud, the roll-out will start this month with 100 shops per week and will be completed by the end of summer. Greggs claims the move will result in it having more WiFi-enabled outlets on the UK high streets than any other brand.

Greggs expects customers primarily to use the WiFi service on their smartphones to pass the time when sitting in the café areas in larger Greggs outlets. The retailer is also considering future applications of the technology, which could include specially targeted offers, served through the WiFi landing page when customers log on. Greggs recently launched an app for iPhone and Android to provide a store locator map as well as a menu and product information.

Graeme Nash, head of customer and marketing at Greggs, said: "We are constantly looking at ways of giving our customers a fantastic experience when shopping at Greggs. We have a number of outlets now with seating and our cafes and new coffee shops, Greggs Moment, are all ideal locations where our customers can benefit from free WiFi."

Vince Russell, managing director at The Cloud, said: "Greggs might not be the kind of brand you immediately associate with WiFi, but this deal shows how mainstream this technology has become.

"It’s no longer the preserve of hotels or train stations where businessmen log on to check their emails – it’s used by all sorts of people for everyday reasons like updating their Facebook, Twitter or Foursquare accounts when they’re on the go. It’s undeniable that the smartphone has changed consumer behaviour and now it’s changing the high street too."

I wonder if they will try and improve their EPOS data capture at the same time. I have been using their stores throughout North Yorkshire and the Tees Valley recently and in about 30% of cases their machines were wearing paper bags - awaiting repair!

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